In a story that seems to resurface every so often, Kumho is apparently ready to introduce the scented tires we first reported on back in 2005. The new Kumho Ecsta DX series is available in three different sizes and is engineered to smell like lavender instead of rubber. Later on, orange and jasmine scents will be introduced as well.The fancy rubber is being targeted at female drivers of vehicles like the Camry, Accord, and other staid family carriers. Presumably, these women would rather shell out up to $138 a tire to get something a $1.29 Little Tree will provide. In fact, we see a new marketing opportunity for Kumho here. Never mind girly-scented tires for midsize boringmobiles. Instead, how about a cross-branded Kumho/Little Tree performance tire? Then, all drivers would need to do is shut off their nannyware traction control systems, get those wheels spinning and fill the air with the delicious, unmistakable scent of Vanillaroma! That, we could get behind.
Snark-free details in Kumho's official press release after the jump.
[Source: Kumho via Engadget]
PRESS RELEASE:
KUMHO Introduces World's First "Aroma Tire" For Select Passenger Vehicles
U.S. market will carry limited lavender tires, and later, orange and jasmine scents
KUMHO Tire USA...December 21, 2006...announces the introduction of the world's first fragrance automotive tire, the ECSTA DX. The project is the "fruition" of more than a year's worth of research and development to deliver an alluring aroma tire that replaces the normal "black rubber" smell with heat-resistant oils in the scent of lavender, and in later versions, neroli (orange) or jasmine. Visitors to www.kumhotireusa.com can find the nearest Discount Tire store or TireRack.com will ship them for installation.
According to Rick Brennan, Brand Director for KUMHO, the company is selling the DX aroma tire to help build brand awareness and highlight KUMHO's tire technology. The tire is targeted at female consumers who drive such sedans as the Honda Accord, Toyota Camry, Subaru Outback, Chrysler Sebring and Ford Taurus.
In addition to a unique aroma, the ECSTA DX is engineered to deliver low noise levels and ride characteristics on par with the leading tire brands. Ride comfort is maintained throughout the life of the tire through the use of tread elements designed to provide uniform linear stiffness. Optimized pitch sequence and variable pitch lengths help minimize noise, while a straight center rib provides high-speed stability.
The DX features four wide grooves that help evacuate water, while a silica compound improves all-weather performance and wet traction. High tensile steel belts and a jointless nylon cap ply also help improve noise, ride comfort and durability, while an undertread reduces unwanted heat buildup for consistent performance.
The ECSTA DX Aroma tire will be sold through Discount Tire stores and TireRack.com starting in the first quarter of 2007 in three sizes: 205/60R16 (MSRP $119), 215/60R16 (MSRP $125) and 235/60R16 (MSRP $138). The tires can be delivered and affixed to passenger vehicles at a KUMHO tire dealer.
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Reader Comments (Page 1 of 1)
Maxzillian @ Jan 17th 2007 1:06PM
I think I'll stick with the old Natural. ;)
James @ Jan 17th 2007 1:30PM
I'll take mine in any of the AX smells. :-)
Carzzi @ Jan 17th 2007 2:22PM
Perf-vanilla tires will go well with the vanilla bean perfumed watch straps Oris uses on their WilliamsF1 wristwatch.
Fabulo @ Jan 17th 2007 3:46PM
This is by far the dumbest idea I have ever heard.
bri @ Jan 17th 2007 3:56PM
I'm sure these will be huge in japan. but what happens when you run over some cow poop or some slightly too fresh asphault in the middle of the road?
does the warranty cover cow dung?? or just hose 'em down and they smell like new again?
Kansei @ Jan 17th 2007 4:25PM
If they make this Ecsta DX as pictured (a Kumho Ecsta MX) then I'd be willing to buy it just for the fun factor if it wasn't too much more expensive. The original asking price of a thousand dollars a tire was a bit steep.
The colored smoke Ecsta MX tires are a bit more reasonable of a concept but still ridiculously expensive.
silly korean tire companies trying out all sorts of weird ideas/concept haha.
bumberchute @ Jan 17th 2007 8:44PM
Excellent idea - finally a brand breaking out of the old black doughnut mold.
In a category that's tough to innovate within, Ku is finding ways to enhance the user experience and that's all to the good.
Applause to Ku for their moxie to come out with these and take all the criticism along the way, particularly from others who wish they'd come out with it first.
bathtub gin @ Jan 17th 2007 11:15PM
What the heck is wrong with regular new-tire smell?
roberto @ Jan 18th 2007 2:29AM
Now all we need is an oil company making gasoline that smells like Chanel # 5.
Rocket Punch @ Jan 18th 2007 1:06PM
Kumho. Ribbed and Scented Rubber for Her Pleasure.
Peter @ Jan 22nd 2007 1:19PM
If they made them smell like Squash, they'd hit a whole new market.
cheryl rubletz @ Jan 30th 2007 6:34PM
I think it's very inovative and a good way to reach women in a normally male market. I hope that some day they come out with tires to fit SUVs.
Jonathan @ Feb 8th 2007 6:14PM
Due to "trade secrets" the ingredients of most fragrances are likely to be petroleum aka gasoline based, Chanel #5 is unlikely to be an exception and to some, most 'fragrance' or 'scents' smell like gasoline. Synthetic musk is also getting a bad rap in medical literature.
For the 16% of the US population estimated affected by adverse reactions to common everyday chemicals, this will be disturbing. For the 4% (Meggs, 1996) of the diagnosed population who suffer multi-organ symptoms of a condition called Multiple Chemical Sensitivity (MCS) they will be further limited to their freedom to 'clean pure air. With the smell of lavender, although aromatherapy declares that it reduces headache, for MCS it has the oposite affect. The smell of rubber is obnoxious to those who can smell it and life-threatening to those affected by anaphalaxis to latex. To increase the range and volume of volatile organic compounds in both manufacturing and off-gassing is just another form of environmental pollution that is already impairing the natural environment and health of every living species on this planet. There is little research done on synergistic effects of chemical compounds so this contributes to the demise of human health and civilisation. Ask yourselves some questions:
- Is there a corelation between the amount of chemicals developed/used since the first world war and diseases
- If lead-lined aquaducts can wipe out an entire population, is it possible that we have not applied historic lessons to our current civilisation?
- If history never repeats why is the globe warming and dimming while the chemical industries continue to pedel a larger range of chemical compounds at a higher volume; is this to make regulation of the cause of disease logistically impossible to monitor and halt?
- Who controls national governments, is it the people like us punting on government leaders or industry leaders manipulating policy and cash-flow?
- Why is there about 4,000 chemicals found in cigarettees with many of them carcinogens, are not those same carcinogens found in many other products we use each and every day?
If you experience headache or nausea or rhynitis or concentration or memory impairment or mood swings when exposed to fragrance or pesticide or cleaning or other chemical/s then these are some examples of chemical sensitivity. Go see a physician that understands the condition of MCS. Don't expect a magic bullet, avoidance of chemicals is the only reported treatment with reliable success. See www.mcsrr.org for more detail.